The nation’s second largest wireless carrier is stepping up to challenge Groupon in a new arena for 2013.

Hoping to make life easier and more efficient for consumers “bogged down by daily deal emails,” AT&T is stepping up with a new offering called “AT&T Alerts.”

The carrier says its an innovative new service that can proactively deliver offers straight to AT&T wireless customers’ phones–when and where they need them most.

AT&T Alerts, in a nutshell, can be described as a free opt-in, location-based text messaging alerts service that allows AT&T wireless customers nationwide to save money with relevant offers from nearby retailers on their mobile phones.

AT&T Alerts uses geo-location technology and consumer preferences to deliver offers and rewards, without having to download an application.

AT&T wireless customers text “JOIN” to ATTAlerts (288253787) to opt-in to the service and begin receiving discounts, rewards and offers via text message when they are near participating retailers and brands.